Demographic Reach of Video / Part II

Demographic Reach of Video / Part II


The demographic reach of online video – who views most? / part II


…And we’re back. Today’s segment is Part II of the Demographic Reach of Video Marketing series.* Sit tight, all you video marketing enthusiasts, as we dispel some rumors about who and how many people are online streaming video:


Last week I suggested that the bulk of online video viewers are in the 18-35 age range. Upon further study I discovered this is mostly true. But there were a few categories of consumers that are often overlooked, and I found some surprising statistics about them:


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Left is a graph I found that shows the growth of online video viewers between the years 2006 and 2009. Did you realize that in just one year (2008-2009), there was a nearly 20% increase in young adult viewers of online video? Also, during the same year there were as much as 10% increases among adults and even the elderly.

Though young adults are well aware they can catch up on their favorite media with the click of a mouse or swipe of a finger, older demographics are slowly realizing they can watch their favorite clips of Coach for free on YouTube or entire episodes for a mere $8/month on Netflix; saving them thousands per year on their satellite subscriptions (you’ve heard nothing good is ever on TV these days anyway). Though their numbers may seem significantly smaller than their young adult counterparts, the adult and elderly demographics are spending more time online each year (41% compared to 90%, respectively).


You may also be surprised to hear that teenagers do not make up the bulk of online viewers. Yes, that does mean they’re not the ones watching all those cat videos. That’s us.

Teenagers make up only 5.6% of online viewers, however once they pass into the 18-35 threshold, they tend spend about 14% more time online.


Take a look at this graph created by ReelSEO:



According to ReelSEO, the largest demographic of online video viewers are in the 25-44 age range. This holds pretty true with what I suggested in last week’s article. However, the second largest group is not the age group younger, but older. Consumers aged 45-64 spend almost double the amount of time online as young adults. Which can only mean this:

Though they’re still slow on the road, the adults and the elderly have the money and the fastest internet speeds – and that deserves some attention.


+Jessica Anderson can’t wait to spend more time browsing online and dropping dough.


*series is a somewhat loosely used term here.

Demographic Reach of Online Video Marketing

Demographic Reach of Online Video Marketing

Demographic reach of video – almost everyone views, but who views most?

Video marketing is great for everyone, but it is especially appealing to the young adult (under 35) demographic. Roughly 70% of consumers aged 18-30 are regular online video viewers. That’s a large percentage, and here are three reasons why this stat is totes good news for your business, brah:



1. Fantastic Plastic

Young people usually don’t have a lot of money, but they also don’t have anyone to tell them how or how not to spend it – and even if they did, they don’t really have to listen, do they? This means you’ve got a better shot at coaxing them to give you their money than you do an elderly senior who has scrimped and saved his or her whole life just for a comfortable retirement.


2.  Full-On Addiction

While some seniors are having conniptions over how to work them darn smart telephones and computer boxes, young people have them permanently embedded into their palms. Young adults are so passionate about technology that they’ll wear it as eyeglasses – they can watch your marketing video as they walk right into a streetlamp pole.


3. In a Way, Ingenuitive

Young people are lazy (wait a minute now, hold your britches); they’re also smart. If, while browsing YouTube at the office, they find there is a product out there that will make their lives easier – they’ll usually buy it – freeing up more time to watch more video work on meeting that deadline.


This post may over-glamorize the gullibility of young adults and their eagerness to spend – but the main points are these: this demographic watches video, and they watch it often. If they have money, they’re usually looking to spend it. They’re basically carrying around a mobile advertising device everywhere they go. If you don’t have a marketing video yet – dude, what’s your deal? YOLO (your onlookers live online)!


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Hold on… don’t go dismissing the middle-aged and the old-timers, there is research that suggests they make up a pretty significant chunk in Youtube views, too. Stay tuned – more on that subject to come.


+Jessica Anderson would like you to know she does not use the terms “totes,” “brah,” and “yolo” on a regular basis.